Marketing Communications

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TABLE OF CONTENTS
The Role of Marketing Communications ............................................................................. 2 Developing Orientation of Marketing Communication ...................................................... 3 The 4 Cs Framework of Marketing Communication ......................................................... 4 Linear Model of Communication ......................................................................................... 5 Al Ikhsan Marketing Communication Plan ........................................................................ 7 Introduction ............................................................................................................................ 7 Justification of Al Ikhsan’s Market Segment ...................................................................... 8 Target Audience For Marketing Plan .................................................................................. 9 SMART Objectives .............................................................................................................. 12 The Communication Strategy & Plan ................................................................................ 14 Gantt Chart .......................................................................................................................... 18 Conclusion ............................................................................................................................ 19 Reference .............................................................................................................................. 20 Appendix .............................................................................................................................. 21

The Role of Marketing Communication
In the business world, marketing communication forms an important aspect of promoting the finished product to the end customer. Marketing communication can be termed as the process of communicating and promoting the brand, products or its services towards the customer audience while maintaining positive relationship between various stakeholders of the brand and its product (Fill, 2006). Marketing communications provides understands the depreciation of uniqueness in products that are put into a saturated market and thus, the communication process will help for a brand to actually bring out the uniqueness and the ideologies of the brand towards the customer audience more appropriately. Marketing communication has been seen as an element of marketing that actually recognises the development of channel or trade marketing (Fill, 2006). The channel in which an organisation operates (from the brand manager to the distribution) has evolved into entity that can be compared to a living ecosystem that works cohesively in satisfying each of its individual needs. Marketing communication can inform, persuade, remind, reassure, differentiate and sometimes change behaviour directly. Communication that a brand carries can affect the consumer’s perception. Marketing communication has the ability bring the brand’s value into the minds of the consumer while building on their cognitive and emotional ties to the brand (O’Prey, 2008). One of the simplest ways to define the importance of marketing communication towards a brand is to look at the concept as a way of engaging the audience (consumers and stakeholders). In the process, the market and relational exchanges can be developed. A higher level of engagement will be conceived with a successful communication maintained (Fill, 2006). The mixture of communication and marketing serves as a balance of two elements in which one gets the message delivered to the client and the other forms the means towards getting it across (O’Prey, 2008).

Developing Orientation of Marketing Communication
In business generally, the process of business is basically a transaction of a particular service or products with exchange for...
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